Power of the Written Word

I heard a story not so long ago about the power of a thank you card. Seems she had set out to find a new wallet for her husband; a gift to mark their fist anniversary as a married couple. With a little thought she picked Coach as her place to make a purchase.

Get Personal

The sales associate she happened across was more than eager to assist. He went about learning the exact nature of her purchase and took the time to match up the perfect wallet for the occasion. He picked off that the wallet was her gift for their first year of marriage. In doing so he also picked off a deep emotional moment that two people shared.

Take Action

By getting personal; he yield some insights for meaningful action. People are emotional. As such people are moved by emotion. If our actions are emotional in nature; suffice it to say that those emotions will be reciprocated back to us in like kind. In the case of the Coach associate; his action has yielded him a customer for life.

Gain Loyalty

How, you ask? He wrote a very kind; very personal note of congrats to the young lady. He included some very kind words regarding the wallet and the years of use he would garnish out of it. Loyalty for the price of a pen, some paper and a few minutes of time. Hand written and mailed the same day of the purchase. Sound familiar?

The young lady in this story told me she would never consider shopping at another retailer for leather related products. Not a novel concept in the apartment industry but one that I wholeheartedly believe is lost in the struggles of time, attention and willingness to extend oneself under the premise of fostering meaningful connection.

Whether you are B2B or B2C; the power of the written word is rarely for not. Take some time today and pen a few cards to people you have interacted with this week. And, come back and share some stories about what happened as a result.